Most of us in the West have misunderstood the mechanics (‘the how’) of mass behaviour because we have misplaced notions of what it means to be human.

ELEMENTS OF THE BOOK I PARTICULARLY LIKE

There is a huge range of diverse anecdotes and evidence – from Peter Kay and urinal etiquette to international rugby and the rise of the Arctic Monkeys – to show that we are, at heart, a ‘we’ species, but one suffering from the ‘illusion of I’.

It challenges most standard conceptions about marketing and forces the reader to rethink the whole thing.

The seven principles of Herd marketing are:

Interaction (between people)

Influence (of certain people)

Us-Talk (the power of word of mouth)

Just Believe (stand for something and stick to it)

(Re-)Light the fire (overcoming cynicism by restating the original idea)